Verizon Is Rebranding Yahoo, AOL As 'Oath' (engadget.com)

Nathan Ingraham reports via Engadget: Somewhere along the way, Verizon's planned purchase of Yahoo got real complicated. Thanks to security breaches of gargantuan proportions, Yahoo has lost a ton of value -- and the company was struggling even when Verizon announced its intentions to buy the former internet juggernaut. Part of the value lost is in the Yahoo brand, which Verizon apparently considers toxic at this point. To that end, Verizon is changing the name of the combined Yahoo and AOL company. Business Insider first reported that "Oath" will be the new name of the company (which would be the parent company of Engadget). Minutes after we published this story, AOL CEO Tim Armstrong confirmed the change in a tweet. Engadget also makes note of a Recode report, which indicates that current Yahoo CEO Marissa Mayer will not continue with the new company.

Comments

Prediction...

[bmk67]

Both are still going to suck.

Re:AIM?

[jtara]

Maybe nothing. This is probably similar to Google becoming Alphabet......a corporate structure change that has little effect on the consumer facing brands.

But, in this case, it is all about the consumer-facing brand.

• They would like everybody to forget about Yahoo
• And, everybody already has forgotten about AOL

Re:AIM?

[phantomfive]

I don't think so, the confirmation tweet (quoted in the article) mentions 20+ brands that are going to live under the Oath entity.
And frankly, overarching gestures with funny names, lots of brands, plus reorganizations that don't do anything, all in an attempt to......increase productivity? Are just the kinds of things that Tim Armstrong likes to do.